HM Revenue & Customs 'informal economy' by United London

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United London has created a hard-hitting spot for HM Revenue & Customs that targets long-term tax evaders. The 30-second spot features a man who is not paying his fair share of tax. It reveals his lack of care, both for his attitude to work and for the vulnerability of his customers. His contempt for customers, and for those who pay tax, is revealed in a dramatic monologue in which he taunts the audience and sneers at the tax-paying public. The TV ad is supported by press and radio work.

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Released: 02 March 2006

Credits

Project
Informal economy
Client
Simon Vessey, head of marketing, HM Revenue & Customs
Brief
To target long-term tax evaders by exposing the unacceptable attitude and face dodgy tax evasion to create a sense of personal injustice
Creative agency
United London
Copywriter
Jonathan Thake
Art director
Lee Tan
Planner (creative agency)
Debra Stephens
Media agency
PHD media
Producer
Lauraine Bhuglah (COI)
Production company
Independent
Director
The Guard
Editor
Ted Guard, Final Cut
Post-production
Framestore
Audio post-production
750mph
Exposure
TV, press, radio work

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